;Key Development Area of Hakka Culture is an important goal of the Hakka Affairs Council in promoting the heritage and renaissance of Hakka culture. Among of them, the 12 Hakka festivals have improved the publicity of Hakka. However, the Hakka Affairs Council’s attention in each area is imbalanced, comparing with western Taiwan, eastern Taiwan is slightly passive. In addition, the local relies on public sector subsidies leading to the lack of ability to manage festivals independently, and the contradiction between ethnic festivals and the shaping of whole place image are blind spots for Hakka region to handle festival activities.
Therefore, this study uses Chishang Township, Taitung County as a field location, and the concept of "Sense of Place" as a perspective to discuss the interaction between people and places in the Lovely Taiwan Foundation′s co-organization of the four-season celebrations. Using the in-depth interview method, the 14 interviewees were divided into "event planners" and "local residents". According to the former, sort out the development context to understand the process of constructing festivals. Gathering the views of both sides to discuss the Sense of Place dimensions, levels, and analyzing place image. Last, it provides new perspectives to promote ethnic culture.
After ten years of festival activities in Chishang Township, the following five points of changes in the Sense of Place have been found: 1. The Sense of Place has gone through the stage from embryonic form, deepening to qualitative change. 2. The center of whole place image construction is held by a few elites and their networks. 3. The Sense of Place is hierarchical according to the degree of involvement, but they still share the same Sense of Place with each other. 4. Diversified, catholic and progressive Sense of Place breaks through the old place concept of rigid boundaries. 5. In the name of "Chishang", all ethnic groups can be equally justified.